Research On The Optimization Of Internet Marketing Strategy Of Sunscreen Brand XJC

With the rapid development of China’s network technology and economic strength in recent years,the Internet has become an indispensable part of many people’s lives.This era of universal access to the Internet also makes people’s consumption habits have undergone earth-shaking changes.This change brings opportunities as well as challenges to enterprises.Strong enterprises have more resources and relatively strong competitiveness.But in the network environment,some relatively weak enterprises can also have their unique competitiveness through appropriate network marketing strategies.At present,in the international market,most of the domestic sunscreen brand enterprises almost have similar brand network marketing channels and network marketing methods,and their products tend to be homogenized,which directly leads to the market competition is also increasingly fierce.How to stand out in this fierce competition,enhance the influence of their own brand,firmly grasp the market is the problem that every enterprise is concerned about and discussed.XJC is a popular sunscreen brand in North America,but its main channel after entering the main Chinese market is the network channel.However,with the further development of the brand,the phenomenon of "acclimatization" has appeared,and its products are not as attractive to Chinese consumers as those in North America.Therefore,XJC’s primary goal at this stage is to adjust its network marketing mode to adapt to Chinese consumers and increase its market share.This article starts with the blind spot sunscreen in the online marketing research under the cosmetics category,cites the relevant theories of the Internet celebrity economy,and conducts research on how to optimize the online marketing strategy of the imported sunscreen XJC brand.After that,through the macro environment analysis and Porter’s Five Forces model,it analyzes the current situation of XJC from the macro environment,industry environment,and points out the problems it faces at the present stage from the perspective of 4P.Next,from the four aspects of the classic 4P marketing theory,the existing problems of XJC brand are analyzed and discussed,and the optimization measures such as improving product quality,optimizing price strategy,broadening marketing channels,improving promotion efficiency and the follow-up guarantee measures are put forward.And put forward strategic optimization measures for XJC’s product and public marketing communication under the normalization of epidemic prevention and control.It is hoped that the study on the network marketing of SUN protection brand XJC in this paper can play a certain guiding role in the formulation of the subsequent network marketing strategy of XJC,and provide some reference for the optimization of the network marketing strategy of enterprises in the same industry in the future.